Saw this tweet today:
[su_quote]Social Media drives engagement, engagement drives loyalty, loyalty correlates directly to increased sales.[/su_quote]
Put in diagram form, this tweet represents a common online engagement progression model:
Social media engagement –> greater loyalty –> more sales.
I don’t dispute this model as I have seen it work first hand, but it would be even more powerful if less of an emphasis was placed on the tools — in this case, social media — and more emphasis was placed on the people using the tools.
The revised version would look like this:
Targeted audience –> social media engagement –> greater loyalty –> more sales.
Perhaps it is assumed that the “targeted audience” piece is there and doesn’t need to be stated. With attention spans shorter these days than at any other time in history (or so it is said), efficiency is certainly welcomed.
But engagement doesn’t happen in a vacuum.
And it can’t happen unless there are people who are actually using all these wonderful tools that are now at our disposal.
And because figuring out the whole targeted audience–people puzzle can be a messy process and take a lot of time (and is often the one thing given the least amount of attention) — adding these two words on the front end of the equation could be a great simple reminder of what matters most at the end of the day.
The person willing to open her wallet for you.
